Los Angeles Zoo: Wisdom

Wisdom where learning happens naturally

Photographer: R.Salamaca

Advertising Agency: RLR Advertising, Pasadena California, USA
Creative Director / Art Director: Hans Castro Gallo
Copywriter: Roberto Leni
Illustrator: Salamagica
Additional Advertising Agencys: Albaro Ibarra, Nikki Robischon

September 2010


Lazarus's picture
1536 pencils

Nice art.

jackblack's picture
2350 pencils

Didn't we just see something like this from India?

Reality Check's picture
Reality Check
2386 pencils

Good but not great, Los Angeles Zoo's "Wisdom," "Memory" and "Colorful" is simple, somewhat fun and nothing more.

Jaap Grolleman's picture
Jaap Grolleman
6992 pencils

That's one lovely visual but I don't really get the message. Learning??

knightbook1's picture
7 pencils

Umm, is it really that hard to figure out? Owls= wisdom. Books, knowledge, etc.

knightbook1's picture
7 pencils

Plus, in using the books, newspapers, etc., they're conserving, just as owls and other animals should be conserved.

Ron Burgundy's picture
Ron Burgundy
1634 pencils

art and retouch is very cool

Salamagica always delivers a quality product

Billoughsby's picture
5144 pencils

It's an animal that you might encounter in the L.A. Zoo, assembled from pages of the printed word, which is a very old symbol for learning and education. The headline says as much. Mm... I thought I got it.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

kleenex's picture
40716 pencils

Nice idea.

CuriousPencil's picture
4225 pencils

The owl's wisdom I get, using information to represent learning.
The elephant's memory... using desktops... would almost work if they weren't interspersed by monitors, which have nothing to do with memory.
The gorilla's colour, is just wrong: they're associated more with strength surely. If we were going with cliched animals then it's most likely that every zoo has a spare peacock.

But the major flaw in this series of lovely imagery is the layout. If the agency's trying to promote the LA zoo, surely the logo should be distanced from the headline. On the bottom, say, with the tagline 'where learning happens naturally' beneath or somehow connected that way. As it is now, the tagline is connected thus: "Wisdom/Memory/Colour, where learning happens naturally, LA Zoo" and it doesn't work.

Ron Burgundy's picture
Ron Burgundy
1634 pencils

you have a knack for hitting it on the head with your critique comments, cant stand when someone just posts "Crap idea" without an explanation, usually those people dont have the portfolio to back up that shit talk either

Ivan we need a rating system for comments, then we can weed 'em out like th show Survivor does

Billoughsby's picture
5144 pencils

Hey there, C.P. Good points all. I think this series works, and that the way it works is just too simple and too anti-intellectual to merit total deconstruction. This is Michael Bay, not Andrey Tarkovskiy

In the elephant ad, I agree that the symbolic distinction between mouse and monitor and housing of the main cpu should not be regarded as a negligible one. But for a couple of decades of lazy advertising, people have let fuzzy symbolism glide glibly over their brain when isolated parts of a computer set up have been used to symbolize education. Far be it from me to insist that this ads maker be barred from using symbols as imprecisely as everyone else has been for what seems like forever now. The gorilla ad uses whatever value pencils or kids' colors from 5th period art time may have left as symbols of education. It may be junk because it doesn't bear rigorous examination, but what I'm saying is, even if it isn't the smartest choice, I think it makes sense and communicates directly to nearly all people.

I believe most moms and pops -- the people hauling the kids to the Zoo on Saturday -- will get this series right off. And in an age when special effects without ideas sells the last remaining movie theater tickets being sold, I think it likely that the sheer "prettiness" of the ads will grab most people and successfully reinforce the damaging notion that a great-looking ad is also a great ad.

I give the series a reluctant, reserved thumbs up, about 6.5 of 10. Nice looking, but rather superficial.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

CuriousPencil's picture
4225 pencils

Educational comments Billoughsby - I did take them in without considering the TA, absolutely true. And I think you're bang-on with the epitaph for accurate symbolism. I'm all for people wanting to make *new* associations in order to communicate properly, but if it means reinventing relationships for no reason that have no logic then our industry's further down the path to 'pretty pictures and some words' than it should be.

Ron Burgundy's picture
Ron Burgundy
1634 pencils

Ha....alright you guys killed it, now give it a proper burial

Anonymous Author's picture
Anonymous Author
1541 pencils

Lovely campaign. Tools of learning well utilised.

Write a wise saying and your name will live forever – Anonymous.


morse's picture
17026 pencils

I like the execution!

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

pitted prunes's picture
pitted prunes
216 pencils

nice art.. learning part isn't communicated clearly though.

STRTLRS's picture
1601 pencils

Wonderful visuals, somewhat ruined by a HUGE disconnect in the headers and questionable typography.

I think, therefore... yeah.

Migzter13's picture
973 pencils

I love the visuals:D

Stop Mediocrity. Start Creativity.
There are two kinds of people in the world; people who like mustangs (cool people) and people who like camaros (idiots).

himanshu prabhakar's picture
himanshu prabhakar
471 pencils


Himanshu Prabhakar

Sdb's picture
1362 pencils

The art direction is so good!

luispiter's picture
2756 pencils


Glut's picture
3937 pencils

I ´ll take the art work only. Thanks!

Direstion's picture
115 pencils

wow, great idea behind great art

gigacarol's picture
68 pencils

Beautiful piece.

knightbook1's picture
7 pencils

Anyone know how to make the owl? That's amazing!

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